Foodstuffs selects cool product concepts in New World Emerge finalists

Six finalists will present to Foodstuffs executives on July 15. (Source: Supplied)

By Uyen Duong Jul 6, 2026

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Foodstuffs has announced six finalists in its New World Emerge programme. The initiative helps emerging suppliers secure ranging in New World stores and scale their businesses.

The finalists are Symbiota (daily focus sachets), Rebel and You (high-protein cottage cheese), Revivealicious (wopples), The Naked Possum (dog and cat treats), Boost Blocks and Nooncha (RTD matcha).

The companies will present their plans in a pitching final on July 15 to Foodstuffs executives, New World owner-operators and FMCG industry representatives.

Foodstuffs North Island MD Chris Quin said many businesses have products. Building a consumer brand requires more than securing supermarket distribution.

“Emerge is about helping founders understand what it takes to build a sustainable grocery brand. That’s why we’ve teamed up with experts from across the FMCG sector who can provide practical support, mentoring and advice long after the competition ends,” he said.

Rebecca Brook, founder of Rise Growth Lab, said businesses seeking national distribution need to prepare their commercial and operating models. She said they should not focus only on presenting to retailers.

For New World, the programme helps identify New Zealand suppliers and introduce new products into its stores. Julia Spence, owner-operator of New World Prestons, said the programme supports bringing products from New Zealand suppliers to customers.

“Our customers expect New World to be a place where they can find quality, innovation and great local products, and Emerge helps us deliver exactly that,” she said.

Throughout the programme, finalists work with partner organisations to prepare for national expansion. Support includes growth planning, consumer research, product development, technical advice, manufacturing and retail execution. The winner will receive full nationwide ranging across New World stores, together with mentoring and business support from New World Emerge partners.

Foodstuffs South Island CEO Mary Devine said the programme brings together expertise in manufacturing, consumer research, marketing, merchandising, commercial planning and operations. The support is intended to help New Zealand suppliers expand their businesses.